A CRM Isn’t a CRM If You Can’t Use It

Most winery platforms include a CRM.
But here’s the real question decision-makers should ask:

👉 Can you actually use it to make better decisions and drive revenue?

In practice, many CRMs:

• Store customer data nicely
• Show purchase history
• But stop short when it comes to usable segmentation and personalization

That’s when marketing becomes:

• Generic instead of targeted
• Manual instead of efficient
• Reactive instead of strategic

A CRM should help you understand:

• Who your most valuable customers really are
• Who’s drifting
• Who’s ready for the next offer
• And how club, tasting room, and online behavior connect

Some platforms — including Commerce7 and OrderPort — work well for many wineries. But as operations grow, wineries often realize that CRM depth and segmentation capability start to matter much more than they expected.

At Activ8 Commerce, CRM isn’t just a database. It’s built around RFM/RFPM segmentation — so customer data from POS, clubs, and eCommerce can actually be filtered, understood, and acted on.

The result?

• More relevant communication
• Less guesswork
• Better long-term customer relationships

If you’re evaluating platforms — or wondering whether your current CRM is really helping you grow — we broke this down in a short article.

👉 Read: 10 Things They Don’t Tell You About Winery Commerce Platforms
(See Section 2: The CRM Gap No One Talks About)

Curious how others are thinking about CRM right now — especially as clubs and DTC programs get more complex. 🍷

Trade Show Special — Oregon Wine Symposium

We’ll be at the Oregon Wine Symposium and would love to meet you there.

To celebrate the show, we’re offering a Trade Show Special:
Start PRO for just $29/month for 3 months

Offer valid through March 4, 2026

Learn more about the symposium: https://www.oregonwinesymposium.com/